ATL, BTL AND TTL MARKETING SUPPORT OF THE SALES
Journal: Journal Association 1901 SEPIKE (Vol.1, No. 14)Publication Date: 2016-09-30
Authors : Michal Stojanov;
Page : 140-145
Keywords : above the line (ATL); below the line (BTL); through the line (TTL); promotional strategy; promotional instruments;
Abstract
The paper summarizes the theoretical concepts of ATL, BTL and TTL marketing support of the sales. It gives the specifics and differences among these three promotional complexes. An opportunity is presented in the context of the highly fragmented and competitive internet environment where accumulated consumer data can create specific fundament for stimulation of any potential client.
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